As Pokémania rages, the Nintendo brand soars

“Pokémon Go uses nostalgia to activate a passion that’s been lying dormant for a section of the audience while at the same time broadening its appeal to new audiences,” said Azher Ahmed, evp and director of digital at DDB Chicago. “It’s done a good job of looking at its audience and what its needs are, adapting with the changing times and not shoehorning people — you don’t need to know the entire back story to jump in on it.”